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Spotify might let free users skip all ads

Spotify is testing a new feature in Australia that will let non-paying users skip the ads as many times as they like. Since last month, Australian Spotify users have been using the Active media feature. This feature lets user skip as many ads as they wish.

The company tells that the idea is that users will likely only skip ads they don’t care about, so what they do consume will give Spotify feedback on how to better target them. This way advertisers will not have to pay for the ads user skip. 


Spotify says it’s only testing the feature for now, but the goal is to launch it globally. With this feature, Spotify’s hope is that the company ends up with a way to better personalize your experience on the service. It could spur at least some of those users to spring for the premium version. 

Danielle Lee, global head of partner solutions at Spotify, said that – this is about creating a tailored experience for individual users similar to the custom playlists. Lee mentioned –

“Our hypothesis is if we can use this to fuel our streaming intelligence.  And also deliver a more personalized experience and more engaging audience to our advertisers. It will improve the outcomes that we can deliver for brands.”

“Just as we create these personalized experience like Discover Weekly, and the magic that brings to our consumers. We want to inject that concept into the advertising experience.”

Active Media could lead to Spotify earning more money per ad that people actually listen to. So this move will benefit everyone. However, along with limited on-demand mobile listening, it may give you a little less incentive to upgrade to Premium. Ad-free playback is a key selling point for many subscribers.


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